You Must Create, the contemporary British label founded by Fraser Moss and Jimmy Collins, has launched a new project that encourages wearers to make more eco-conscious choices. Titled YMC EARTH, the new label—which will accompany the brand’s usual rollout of releases—describes the lineage as an example of its “ongoing commitment to incorporating sustainability.”
Sustainably constructed from natural, organic and recycled materials, the debut capsule comprises a refined edit of staples that have been designed to exist as a standalone piece, or as a base for the label’s seasonal collections. Made up of neutral shades, the collection is led by a series of pant options, including 12oz organic cotton twill workwear-inspired Keaton trousers and Tearaway Jeans in an organic cotton selvedge.
Rounding out the range are fleece jackets, polos and sweatpants in muted earthy tones, and an updated Almost Grown sweater in striped organic terry cotton. Finally, all pieces from the collection have been crafted in Portugal by knitters, mills, factories and laundries that specialise in environmentally responsible manufacturing methods and social accountability.
Styled by YMC’s family and friends, get a closer look at the campaign below and shop the EARTH collection online or in-store now.
